| Wang Shibo Chief content planner | Guo Nan
At 12 o'clock in the morning, Martin and his wife Chen Yi (Xiaoxiong) just finished a Taobao live broadcast, but their work for the day has not yet ended. Usually after the live broadcast, the two have to talk to each other The team held a two-hour review meeting together to summarize the sales situation and shortcomings of the night. It was three o'clock in the morning when
arrived home. Martin's two children have already fallen asleep. A few hours later, as the host, he will go to the TV station to record the show.
As newcomers in the field of e-commerce live broadcast, Martin and Chen Yi once brought more than 3,000 orders in a live broadcast, reaching a sales of 200,000 yuan. The live broadcast format of
husband and wife files is rare in the Taobao live broadcast field. Some viewers commented that their live broadcast was "the sharing of good things for happy families", while others called out, "It's like watching a variety show where you can buy things."
1. Doing 4 hours of live e-commerce live broadcasts is more tiring than hosting 4 hours of programs. " artists do live broadcasts to bring goods, it seems flat but not easy
"
host, speaker, entrepreneur... Martin has multiple identities, The best-effort program "One Step Forward" won the first prize of the China News Awards and the Director’s Special Award last year; the speech training brand "Mars Lectures" founded has opened 15 courses for CEOs, and also held "Upward The Power of "Three lecture series".
Chen Yi is a mother and child blogger with 1.48 million followers on Weibo. He has won the top ten mother and child bloggers on Sina Weibo for three consecutive years.
Since December 18 last year, the busy two people have another identity-the live-streaming master.
With curiosity and enthusiasm for e-commerce live broadcast, Martin and Chen Yi started the first live broadcast. 's first husband and wife host IP "Martin and Cubs" received a good response after the live broadcast. The audience asked about the time of the next live broadcast.
Martin and Xiao Xiong (Chen Yi)
For Martin, as a host, live broadcast is a familiar thing. He originally thought that being an e-commerce live broadcast is the same as being a host, and he only needs to show his housekeeping skills. Competent, but after finishing the first live broadcast, he found that being an e-commerce live broadcast was harder and more tiring than being a host... Martin felt dry and his wife Chen Yi also felt a headache.
"The 4-hour e-commerce live broadcast is completely different from the 4-hour variety show and interview. The live broadcast requires the anchor to maintain a high-pitched mental state for all the audience for 4 to 5 hours. It is difficult to ."
Luo Yonghao's live broadcast debut, many netizens feel that Lao Luo and Zhu Xiaomu are verbose and slow. In this regard, Martin said that he understands Lao Luo very well, because when he and Chen Yi were broadcasting for the first time, they were also complained by the audience: the rhythm is too slow, this is not a live broadcast with goods.
"Netizens who have watched live broadcasts of Weiya and Li Jiaqi have become accustomed to the fast pace of these professional cargo anchors. Of course, Lao Luo is Lao Luo, the top stream, so there is no need to follow the usual logic to ask him, although the netizens are too slow , But 50,000 pens are still in seconds.” After being complained by netizens, Martin watched several live broadcasts of Wei Ya, constantly practicing Wei Ya's speech speed and control of the overall rhythm in the live broadcast.
Martin and Cubs are a guest in Weiya's live broadcast room. The
artists do live broadcast and bring goods. It seems flat but it is not easy. Some netizens on questioned in the live broadcast between Martin and Cubs: How did you fall to this point? Did you do it without a show or you have no money?
Martin understood that netizen’s reaction, but he did not want everyone to watch live broadcasts at a lower level than TV shows. Before the live broadcast,
made a mentality adjustment for himself. He feels that it is very important to constantly challenge himself. Live streaming has been one of the biggest outlets in the past two years. No matter when, dare to "toss" in a new field is a career to enrich himself.
is through the live broadcast to bring goods, Martin felt that the threshold of live broadcast is low, but live broadcast is a high threshold job.
2, husband and wife files live with goods, the whole family is "net celebrity" Qianxun Chairman Dong Haifeng: "The live broadcast of husband and wife files is rarely seen on Taobao live broadcast
"
due to the busy schedule, the speech ceremony held in January is already the Spring Festival , The third live broadcast of the Martins in FebruaryAt the end of the day officially began, the return of the first show has become the low point since the couple’s live broadcast. The 4-hour live broadcast only brought sales of 20,000 yuan, which made them feel disappointed. Dong Haifeng, chairman of
Qianxun Culture, told Martin the reason-if it was not broadcast for too long, the fans that had been accumulated were lost.
"Maintaining the frequency of broadcasting is very important. Two months of not broadcasting is equivalent to restarting everything." Dong Haifeng suggested that Martin should change from 3 live broadcasts a week to 5 a week. Martin said that he would overcome the physical and energy test and gradually adapt. Live frequency.
, established 4 years ago, Qianxun Culture is a new content e-commerce live broadcast organization. At present, it has more than 40 anchors, including Taobao anchor Wei Ya, and star anchors such as Lin Yilun, Li Jing, Li Xiang, Gao Lu, etc., in Taobao Has tens of millions of fans.
At the end of last year, Martin officially signed a contract with Qianxun Culture under the recommendation and contact of his friend, host Li Xiang.
Martin and Chen Yi went to Li Xiang’s live room for trial broadcast
Dong Haifeng revealed to Muddy Water that Martin and Chen Yi’s husband and wife live broadcast format is rare in the Taobao live broadcast field, and they originally had a high level of maternal and child vertical Popularity and reputation of merchants.
He values the strong family atmosphere, strong fan interaction and stickiness of the Martin family.
Martin’s mother Xu Delin is an infertility expert and has 710,000 followers on Weibo. Martin’s two children, Macchiduo and Ma Youyou, are also loved by fans because of their frequent appearances on family Weibo. At present, the Martin family has nearly tens of millions of fans on the entire network, and both the Internet celebrity gene and the ability to carry goods.
"Martin and Chen Yi were originally husband and wife, sometimes grandma and two babies will also appear on the scene, so that the live broadcast room is full of warm atmosphere, and it also enhances the trust of fans."
Martin and his family live together every live broadcast of the
Martin couple, Dong Haifeng will watch it. He believes that when Martin introduces products, he often brings rich family scenes, such as a certain product. Martin will introduce his characters, objects, environment and passages when he uses it at home. It has a very strong story. The advantages and problems that need attention will be displayed very intuitively through the introduction. In each live broadcast of
, Martin will use all the power of the host. Chen Yi, as a user of beauty products and maternal and child products, will describe the product functions and his own experience in detail. clear.
is a bit nervous compared to the Martins' first live broadcast. Now they are very calm and skilled in the live broadcast room.
qianxun told the launch of its contracted anchors
3. Audience: I feel like I have taken a family happiness lesson "Like watching a variety show
where you can shop."
Those who watched the live said, open the Taobao live room and search for "Martin "With little bear", not necessarily shopping, but she feels that she has taken a family happiness class in the past few hours. When
recommended a cereal in the live broadcast room, Chen Yi naturally gave Martin a spoonful of cereal yogurt.
"There are a lot of big nuts in this oatmeal, which is particularly full and the yogurt is thick, but these are not as good as your wife's hand-feeding love", the fans shouted, "Dog food again ".
Compared to live streaming with goods, the Martins believe that this is more a way of life. In the 12 consecutive live broadcasts of , they have been working hard to sincerely share the good things they have experienced with the audience and share their lifestyle. The trash bags sold by Chen Yi talked about clothes and outfits. They also started online naming and did "Love Martin, a guest of "Defense War", occasionally provides emotional answers for netizens.
Martin and Chen Yi in the live broadcast
Therefore, not only did the audience comment that their live broadcast was "the sharing of good things for happy families," some people said it was a "variety show where you can buy things."
Some viewers left a message in Martin's live broadcast room that she often watched the live broadcast while wearing headphones while coaxing her children to sleep. When she found the products that moved her, she would immediately place an order, and after the child fell asleep, she would chat with the Martin couple in the live broadcast room.
and viewers often ask when Martin ends the live broadcast so that she can continue to prepare for the accounting exam.
"Some people think that watching our live broadcast can not only buy things, but also like chatting with friends in their own living room.Kind of company, so the completion rate is higher. "
will also open Taobao live broadcast when Martin couple
Martin and Cubs live can have a very high completion rate. In addition to the trust in the Martin couple, it is also because of his and Chen Yi's careful design in content. Martin is a host, as a content exporter, he knows how to make a live broadcast better.
For example, when doing a special live broadcast of the Snacks Festival, Martin invited the Mars lecture student-the national cooking master He Liang participated in the live broadcast and taught everyone how to cook a food. The audience not only bought the goods, but also learned how to cook. Martin invited Mars lecturers in the live broadcast room-cooking master He Liang
4, Martin: I only recommend The good things commonly used in our lives, , "Love and recognition of products are irreplaceable
"
Martin and Chen Yi recommended the products in the live broadcast room. Most of them are frequently used in daily life and hope to These good things are recommended to more audiences. For example, Chen Yi often lists the beauty makeup and maternal and child products that he thinks works well to the team, and Martin also writes down his favorite foods and drinks.
When fans propose products they want to buy, they will do their best to communicate with suppliers to meet the needs of fans.
Before the live broadcast, they have to arrive at the live broadcast venue-Beijing Qianxun three to four hours in advance The company, team colleagues will accompany them like walking around the shelves, and then familiarize themselves with the prices, features, and selling points of all the products. Before the live broadcast of
, familiarize them with the recommended products of the day
Martin believes that the skills can be practiced, but the essence is one. The love and recognition of products is irreplaceable.
"Weiya is not only quick to speak, she knows enough about the introduced products, and the features and selling points are all in her mind. "The
experience is a long process of accumulation. Because the goods are always repeated, the Martins have gradually become proficient in introducing the goods.
they once recommended a duck paw in the live broadcast room. Both of them like to eat it every time. Orders are always placed during the live broadcast. Now when introducing the duck feet, it does not require much preparation and introduction. The audience can see their love of the duck feet.
Yi took out a scarf worth 4,200 yuan that he had not worn after buying and gave it to fans who watched the live broadcast, “Since it is a fan festival, you must spoil yourself enough.”
At the fan festival, Martin and Chen Yi opened the live broadcast The wishing pool
With the increase in live broadcasts, the Martin couple’s ability to carry goods has been significantly improved.
5, live broadcast courses, sold 1,216 copies of in 90 minutes " is right to follow this general trend
"
is doing the live broadcast of e-commerce, Martin was invited to several platforms to share the live broadcast of the goods. After receiving the praise and encouragement from the students, he decided to take the company to create 50 "Internet celebrity live broadcasts". The first course of
was broadcast live for 90 minutes. The number of online viewers exceeded 100,000. A total of 1,216 people purchased the course. The total value of the course was nearly 500,000 yuan.
“Now live streaming is too popular. During the epidemic, When I was doing a public class, I found that the owner of the restaurant and the business owner who sold goods were thinking about how to drain traffic after the epidemic, and what the live broadcast can bring to consumers. After seeing these needs, we have a research and development course. I hope to help more people. "
At present, Martin's "Internet celebrity live course" takes live delivery and short video production as the core content of the course, such as how to arrange your own live broadcast room, common speech skills during live broadcast, and delivery skills.
course Although it is conducted in the form of live broadcast, Martin said that after the epidemic is over, the courses will be moved offline. He believes that in addition to basic knowledge, like speeches, the practical training of live broadcast is more important.
: What advice do you have for anchors who have just entered the field of live streaming, or have been in the field for a long time but have not made any results?
Martin: Although it is difficult to have the next Weiya and LiJiaqi, but we must need tens of thousands or even hundreds of thousands of anchors with characteristics in various fields. The industry of
has not yet reached its peak, it has just begun, and even less than three years later, what the live broadcast will be like, just like no one can imagine that Wei Ya and Li Jiaqi will be born, so if you really feel like you If you are suitable and willing to persevere, you should try to find your own path and persevere.
The birth or continued growth of a brand in the future will be based on scattered opinion leaders and even word of mouth from every population in your social media. It is no longer an era when a few people have the final say, so I think no matter what The brand itself is still a person who wants to engage in this industry, and it is correct to take this path under the general trend.
6, the live broadcast that becomes within reach " e-commerce live broadcast will be the standard configuration of all e-commerce platforms
"
Like Martin, more and more artists and ordinary people are joining the live broadcast camp.
live broadcast is gradually replacing graphics and video, becoming the latest online shopping guide, and Taobao live broadcast competition is becoming increasingly fierce.
At the "330 Taobao Live Streaming Ceremony" that just ended, Yu Feng, general manager of Taobao Live Content E-commerce Business Unit, said that in 2019, 400 million users of became Taobao live audiences; nearly one million anchors became Taobao live broadcast ecology Partners, among which 117 anchors have annual transactions exceeding 100 million yuan; more than 40 million products enter the live broadcast room. At the same time, merchant participation increased by 268% year-on-year, and the annual turnover exceeded 200 billion yuan.
At the same time, Taobao Live also released its annual strategy:
01. In the next year, it will cultivate 100,000 anchors with monthly income of more than 10,000;
02. In the next year, it is planned to build 100 MCN organizations with annual sales of over 100 million yuan;
03. National Scope to create 100 "cloud markets" and help 200,000 offline stores integrate into the live broadcast era.
Whether it is an artist or an ordinary person, more people and organizations will join the e-commerce live broadcast in the coming year. It is not only a test for the characteristics of personal live broadcast, but also for the support and product selection of MCN institutions.
, as an MCN organization, this year, Qianxun Culture has increased its support for anchors.
Qianxun has planned to build a "super supply chain base" of more than 30,000 square meters, which not only facilitates the selection of anchors, but also solves many business processes.
In addition, the ratio between Qianxun and the anchor will fluctuate according to the actual guide transaction amount. The higher the amount, the lower the proportion of Qianxun. Dong Haifeng said that Qianxun’s business income in 2019 is about 37%, of which the anchor share accounted for seven, "The main thing is to encourage anchors and make them more aggressive."
Dong Haifeng believes that in the future, e-commerce live broadcast will be the standard configuration of all e-commerce platforms, and it will also be an important way for many other platforms with traffic to monetize the traffic. "We think there will be a round of e-commerce live broadcast of Qianbo War".
For the increasingly fierce competition in the field of e-commerce live broadcasts, Martin told Muddy Waters that he did not want to bring goods through live broadcasts at this stage. The snowballs will always get bigger and bigger. As long as you keep operating in a down-to-earth manner, you will always find My own success model on this road, nothing can be successful at the beginning, and perseverance will pay off.
"Let down his body, bid farewell to the screen without interaction, and communicate face-to-face, so that they can see their truest side." Now that
can get involved in more fields, he is gratified, as long as the fans in the live broadcast room recognize the quality of their products , Recognizing the quality of life they represent and the values of a happy family are his biggest goals.
Martin and his wife’s live-streaming of goods has just begun, and they are working hard in the direction of "benefit and record.
"Is there any good products, how to live a good life, in these respects I can think of the happy family of Martin and Cubs, that is my goal."
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